EP 3: The Hidden Gap Killing Your Pipeline

In this episode of The ROI Puzzle, Nicole Stirling sits down with Ethan Lippman, Vice President of Revenue Operations at Alkami Technology, to unpack the blind spots hiding inside most B2B funnels. They break down why teams lose visibility between SDRs and sales, why attribution often falls apart, and practical ways to improve the buyer journey from first touch through to closed-won.If you’re a marketing or RevOps leader looking to prove ROI with confidence, this episode is for you.Here’s what you’re in for:00:00 Introduction to The ROI Puzzle00:35 Understanding the Pipeline Acceleration Roadmap01:27 Introducing Ethan Lippman and Alkami Technology01:55 Challenges in Lead Conversion: SDR to SQL05:39 Creative Mid-Funnel Marketing Strategies08:37 Leveraging Intent Data for Marketing Success10:51 Conclusion and Contact Information—-------------------------------------------------------------Learn more at https://www.stirlingmarketing.netDon’t forget to like, comment, and subscribe for more The ROI Puzzle insights!—-------------------------------------------------------------ABOUT ETHAN LIPPMANEthan Lippman is the Vice President of Revenue Operations at Alkami Technology, where he oversees sales, marketing, and customer success to keep every part of the go-to-market engine aligned. Alkami Technology provides community and regional banks with a modern, all-in-one digital banking platform, and Ethan plays a key role in driving revenue growth, improving pipeline visibility, and closing operational gaps across the full lead-to-revenue journey.You can reach out to Ethan through:LinkedIn:https://www.linkedin.com/in/ethanlippman/ Website:https://www.linkedin.com/company/alkamitech --------------------------------------------------------------ABOUT NICOLE STIRLINGNicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.You can reach out to Nicole through:LinkedIn: https://www.linkedin.com/in/nicolestirlingWebsite: https://www.stirlingmarketing.net---------------------------------------------------------------ABOUT THE ROI PUZZLEThe ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with marketing leaders, CMOs, and growth strategists from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.To know more about The ROI Puzzle, you can visit the links below:Podcast/Blog: https://open.spotify.com/show/6ZXy9ccI8JqEAETghD7eDPYoutube: https://www.youtube.com/@theroipuzzle